Winning in the Age of Digital Celebrities

In today’s hyper-connected world, the definition of celebrity has shifted from silver screens and stadiums to smartphone screens and streaming platforms. As digital platforms evolve, so too do the influencers who dominate them. Whether they're Key Opinion Leaders (KOLs) in niche industries, celebrities turned livestream hosts, or algorithmically generated avatars known as virtual influencers, these figures now shape brand narratives and consumer behavior at unprecedented scale.

From my vantage point as a digital skills advocate and leader of both iTrain Asia and the GeSI’s Digital with Purpose movement in Asia Pacific, I’ve witnessed how the interplay of technology and talent is transforming marketing into something more participatory, data-driven, and democratized than ever before.

1. The New Face of Influence: Powered by AI

What sets today’s influencers apart isn’t just charisma—it’s code. AI-powered tools are reshaping everything from content creation to influencer discovery, and even the influencers themselves.

Virtual influen